CRM expert Brian Vellmure shares five questions to ask yourself or your management before going social, plus some pointers.
1. Are your customers, partners, and competitors participating in social media?
"If your stakeholders aren't there, don't bother (or, at least, don't prioritize it)."
2. Are your core systems of record (CRM, marketing automation, enterprise resource planning) and related processes defined and optimized?
"If those fundamentals aren't in place, your efforts are better spent getting them ready so you can properly leverage social platforms and interactions down the road."
3. Does your business have a culture of sharing and collaboration?
"The likelihood of harnessing value from social CRM is arguably tied to an organization's culture being flat, open and collaborative."
4. Have you identified cases that align with your organization's core vision, strategy and objectives?
"The point is social CRM should serve as a toolkit of strategies, tactics and enabling technologies to help achieve real organizational objectives."
5. Is there already in-house competency and desire for engaging on social channels?
"The more folks within your organization that understand its power and how to leverage it, the more likely the initiative will provide tangible benefits."
Source:
Source:
Entrepreneur Magazine: Page 40-41, December 2012-January 2013 Entrepreneur Philippines
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